The 3 Most Common Observation Research Methods

Some researchers call self-reported research the Achillie’s heal of survey data collection
in terms of reliability.

The reason? Self-reported research is sometimes
inaccurate and thwarted by a consumer’s misguided perception.

For example, research states that some polls reported that
40% of American attended church every week. However, when Marlar and Hadaway (2005)
examined actual church attendance records, they found the actual percentage was
closer to fewer than 22% attendance every week. This is a prime example of
self-reporting gone wrong.

Additionally, Seth Stephens-Davidowitz
found that sometimes survey respondents outright lie about their perceptions on
sensitive topics to present a better view of themselves.

If the reliability of survey research comes into
question, and market researchers need accurate data to inform marketing,
product, and business decisions, what is the solution?

The answer? Observational research.

This article will dive deeper into what observational
research is, when you should use it, and what the three types of observational
research are.

What
is Observational Research?

Observation research is a qualitative research
technique where researchers observe participants’ ongoing behavior in a natural
situation.

Depending on the type of observation research and the
goal of the study, the market researcher will have varying levels of
participation in the study. Sometimes the researcher will insert themselves
into the environment, and other times, the researcher will not intervene in the
setting and observe from a distance or in a laboratory setting.

The purpose of this type of research is to gather more
reliable insights. In other words, researchers can capture data on what
participants do as opposed to what they say they do.

When
should a market researcher use observational research?

As a market researcher, you have several different
research methodologies at your disposal, including surveys, interviews,
observations, etc.

Using observational data is best when one of the
following situations apply:

You need to gather sensitive information, and
you don’t trust your participants will be honest with their self-reporting.

You need to understand the how or what of a
research question.

The topic is new, and you need robust data to
explain consumer behavior.

When behavior in a natural setting is vital to
your research question.

When behavior in a controlled setting is
critical to your research question.

If you are concerned that self-reported data
about behaviors will differ from actual actions, even if it’s unintentional.

When you need more information about a specific
research question to formulate a more complete and accurate survey.

If any of these situations describe you or your current
research state, then an observational study may be just what you need.

What
are the three types of observational research?

When it comes to observational research, you have three
different types of methodologies: controlled observations, naturalistic
observations, and participant observations.

Let’s quickly look at what each type of observation
includes, how they differ, and the strengths and weaknesses of each type of
observation.

1. Controlled observation

Controlled observations are typically a structured
observation that takes place in a psych lab. The researcher has a question in
mind and controls many of the variables, including participants, observation
location, time of the study, circumstances surrounding the research, and more.

During this type of study, the researcher will often
create codes that represent different types of behaviors. That way, instead of
writing a detailed report, they can classify behavior into different categories
and analyze the data with more ease.

Advantages and limitations of controlled
observation

The advantages of controlled observation include:

You can make an observation schedule for your
sampling, and have other market researchers use the same codes if they
replicate the study. This helps test for reliability.

The coded data is easy to analyze and quantify.

Controlled studies aren’t as time-consuming.

Limitations of a controlled observation include:

It may be challenging to determine the validity
of the study if participants know they are being watched.

2.
Naturalistic observation

Naturalistic observation is another type of observation
research method used by market researchers. This type of observation is when
market researchers study the behaviors of participants in a natural
surrounding. There are typically no predetermined behavioral codes. Instead,
the researcher will take rigorous notes and code the data later.

Advantages and limitations of
naturalistic observation

Some advantages of naturalistic observation include:

The study ensures validity when participants are in
their natural setting.

This type of study can generate new ideas and research
questions.

It opens researchers minds to possibilities they might
not have considered before.

Researchers can collect authentic data and avoid any
potential problems with self-reported data.

Some limitations include:

You can’t control different variables, making it
difficult to replicate the study and test for reliability.

It may be challenging to conduct this type of
study on a wide scale.

You have to use skilled researchers, so you
don’t risk missing critical behavioral data.

You aren’t able to manipulate any variables.

3.
Participant observation

The last type of observation method is participant
observation. This is a type of naturalistic observation in the fact that market
researchers will observe participants in their natural habitat. The difference
is market researchers will insert themselves into the environment.

Advantages and limitations of
participant observation

Some advantages of this type of observation include:

You can control some of the variables by being
part of the natural environment.

You can still observe participants in their
natural habitat, even if they know you are part of the study.

You can avoid incorrect self-reported data
through this method of observation as well.

Here are some limitations to this type of study to
consider:

It can be challenging to take notes openly
without blowing your cover as the market researcher.

If you can’t take notes openly, you’ll have to
rely on memory for note-taking, and memory can be faulty.

If a researcher becomes too involved in the
study, they could become less objective. This could threaten the validity of
the study.

Each type of study will help you gather insight into
how customers and participants behave, but they also come with their own set of
limitations.

Wrap
Up

If you are looking to conduct a reliable study and
answer your research question more robustly, then one of the three types of
observation research methods can help.

Remember, quantifying observation research doesn’t have
to be difficult when you have the right tools to help you. For more information
about observation research tools, check out Fuel Cycle today.

Your customers are providing feedback 24/7. The world’s most successful brands use Fuel Cycle’s market research platform to capture, analyze, and act upon reliable data – with greater speed and relevance than their competitors. Fuel Cycle guides you through the research lifecycle to find the answers to questions you didn’t even think to ask.

Your customers are providing feedback 24/7. The world’s most successful brands use Fuel Cycle’s market research platform to capture, analyze, and act upon reliable data – with greater speed and relevance than their competitors. Fuel Cycle guides you through the research lifecycle to find the answers to questions you didn’t even think to ask.